Launch Event Case Study

1. Launch Event Case Study 2010 World No Tobacco Day

2. Objective • Pilot the ‘I Commit to Quit’ campaign through a public event • Educate the public about the dangers of smoking and the importance of seeking help from a healthcare professional to learn about new smoking cessation medications

3. Approach • Pfizer partnered with the Dubai Health Authority for the launch event • 5000 custom I Commit to Quit Kits were co-branded with the DHA logo • DHA provided trained healthcare staff equipped with carbon monoxide detectors • Kits were distributed to those who commit To enhance event exposure, a public venue with high footfall was chosen. A display booth was designed that allowed people who commit to quit to sign their names.

4. Results • 5,000 people visited the booth over 3 days, with approximately 3,000 kits distributed and 1,200 signatures marking peoples’ commitment to quit smoking • Multiple news outlets visited the stand throughout the three days, and the campaign received both online and offline press discussing Pfizer and the DHA’s efforts in assisting those wishing to quit smoking • Pfizer’s relationship with the DHA was fortified for future opportunities

5. Learnings Below are a few key points which can assist you should you choose to hold a successful ‘I Commit to Quit’ public event: • Know your deadlines first; work backwards • When partnering with another agency or company, it’s better to have some (if not all) control of those staffing the booth, so they may be properly trained on disseminating messaging to those they interact with • Government bodies often have strict protocols with logos, and slow approval processes. Try to incorporate additional time for this • Picking a location with a pharmacy nearby can provide storage for additional kits • Nearby pharmacies should have I Commit to Quit advertising to ensure congruent branding and promote sales